2010 young card market year-end reviews cost-effectiveness into market highlights

As the Chinese economy gradually returns to its normal development track, the domestic logistics industry is once again thriving, and the associated transportation market is booming. Taking the light truck market as an example, sales in 2010 are expected to exceed 1.6 million units, a significant year-on-year increase. However, when the market was booming, the market was not calm. Major light-duty truck companies took action: Some companies continued to introduce new models, and they also lowered the prices of old models in an attempt to increase their brand image and boost sales of mid-to-high-priced products; some companies cut prices significantly. It aims to increase market share and enhance the right to speak in the industry. The market has swarmed all the time and the smoke is filled with smoke.

The light-duty-card market fights for hegemony in the Warring States period, and the price/performance ratio becomes the market highlight

It is not an exaggeration to describe the light truck market in 2010 with the "Warring States hegemony." As we all know, the traditional light truck market is divided by price: Jiangling, Qingling, etc. rely on the Isuzu technology advantage to occupy a high-end position; Jianghuai, Dongfeng and other old light truck manufacturers dominate the mid-range market; Times, Hongta and other brands segregate the low-end market. However, in 2010, major companies took advantage of market development opportunities and staggered into other subdivided areas to form a complex pattern of competition, such as the "European" and "Japanese" disputes, "high price" and "high quality". The dispute and so on.

After careful analysis, it is not difficult to find that behind the fierce competition is based on consumers, the depth of all kinds of vendor strategies, are all claimed to improve product cost performance, bring consumers benefits, thereby attracting more customers, increase the share . The author believes that the more rational market gave birth to more rational consumers, and the improvement of the cost performance of light truck products is an inevitable result of market development.

Some manufacturers fight high and low sales, and have a limited effect

After the State III regulations were changed, some companies used the opportunity to significantly increase the cost of upgrading the State III, either by retrofitting the original model or by matching the new engine, substantially increasing the sales price of the entire vehicle, and high-profile entry into so-called “high-priced” light trucks. In addition, a large number of promotional activities were promoted, and high-end products replaced the overall brand image for dissemination, thereby stimulating the sales of existing low-end brands. The words “European light truck” and “German technology” that are often seen on the market are all derived from this. It is true that its new model products do have a significant increase in quality and performance compared with the original low-end models of some manufacturers, but the purpose of the manufacturers is not to sell such products. The real meaning is to drive sales of other models. Through the promotion of the overall brand image, Xie Chencang added value to other models. According to data from January to December, the sales of new models of some companies are very limited, and sales are still mainly from low-end models. At first glance, although the brand awareness of the company has increased and the market awareness has increased, it has not brought real concessions to consumers.

Jiangling Shunda straight down 10,000, Huimin strategy disruption pattern

At the beginning of 2010, Jiangling Motors upholds its corporate philosophy of "good car sharing and affordable people," and once again strikes hard, the price of China III products does not rise, but the price of its Jiangling Shunda product drops by 10,000 yuan, starting from 61,800 yuan, straight. Refers to the 60,000 yuan range of light truck market, causing the industry to be upset. Jiangling Shunda uses the original Isuzu production line and production technology, standard Isuzu State III engine, Isuzu N series enhanced chassis, Isuzu gearbox; plus 40 more than 2 million kilometers of localized harsh verification, to ensure that the vehicle is generally 300,000 There are no major repairs, the engine and even 600,000 kilometers without major repairs, the product is durable. Many people think that only high-end light trucks are high-end, and many people have been trying to buy high-end light trucks because of their high prices and failure to do so. From the perspective of satisfying customer needs, Jiangling formulated Huimin’s marketing strategy, and launched Shunda Premium Edition products starting from RMB 61,800 on the basis of guaranteeing the exquisite craftsmanship and excellent quality of products, enabling more users to enjoy the high-end light trucks of Jiangling. Make universal high-end a reality. As some experts in the industry have said, Jiangling has greatly reduced the amortization of molds and production costs through the introduction of Ford's advanced management experience, management model, and global procurement system, as well as the implementation of lean production processes. Making Jiangling Shunda Value Edition have greater room for price cuts. Therefore, customers spend less money to buy a high-quality Jiangling light truck is no longer a distant dream, from the market sales and market reflections, Jiangling Shunda value version has set off a storm to popularize the high-end market. Completely subverted the "high quality" will be "high price" traditional light truck market fixed thinking.